Nando's pluck top social score in UK

The Portuguese chicken restaurant –  Nando’s – has topped the very first Food and Beverage Social Media Benchmark from eDigitalResearch with more followers on both Facebook and Twitter than any other food and beverage brand.

Nando’s have nearly 3million followers on Facebook – over 1.4million more than second place TGI Friday’s. eDigitalResearch found that Nando’s run a creative and integrated social media campaign.

Promotions, such as their current ‘Finger Selfies’ campaign, encourages customers to get involved with the brand when they’re in branch, ultimately sharing their Nando’s experience and spreading the word with their online friends – something Nando’s hopes will encourage more customers through the doors.

Derek Eccleston, Commercial Director at eDigitalResearch, comments, “Social media is now an essential part of any customer engagement strategy. Our latest benchmark results demonstrate that creating engaging and interactive content that speaks to individuals, not just the wider market, is key – brands who truly engage with followers and create a real connection with their customers are doing so on a local, country-by-country (and even branch-by branch) level”.

The results also demonstrate that, when it comes to posts, quality, not quantity, is key to a successful social media campaign. Top performers Nando’s, TGI Friday’s and Starbucks all, on average, post less often than any other food and beverage brand.